Title | DOWNLOADABLE CAR: N-ONE CRAFT |
Brand | HONDA MOTOR CO. |
Product / Service | N-ONE |
Category | A05. Publications |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company | DENTSU Tokyo, JAPAN |
Advertising Agency | DENTSU Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Rin Tai | Dentsu Inc. Tokyo | Accountexective |
Naoyuki Masuda | Dentsu Inc. Tokyo | Accountexective |
Tsuyoshi Kobayashi | Sweat/Inc. | Web Producer |
Tatsuya Uetake | Dentsu Razorfish Inc. | Web Producer |
Mouse On The Keys | Music | |
Sojiro Kamatani | Qotori Film Inc. | Editor |
Japan Art Craft Co./Ltd | Japan Art Craft Co./Ltd | Art |
Mitsuhiro Okamoto | Light | |
Tatsushi Asaga | Camera | |
Daisuke Shimada | Qotori Film Inc. | Director |
Mizuho Toyoshima | Cinq Co./Ltd. | Production Manager |
Naoto Sasaki | Cinq Co./Ltd. | Production Manager |
Manabu Sasaki | Adbrain Inc. | Producer |
Susumu Nagano | Cinq Co./Ltd. | Producer |
Yu Tanaka | Cinq Co./Ltd. | Producer |
Yoshio Hiramoto | Adbrain Inc. | Designer |
Takashi Omori | Dentsu Razorfish Inc. | Agencyproducer |
Akira Amano | Dentsu Inc. Tokyo | Planner |
Yuji Yokomori | Dentsu Inc. Tokyo | Copywriter |
Shimohama/Matsuura | Dentsu Inc. Tokyo | Creative Director/Artdirector/Planner |
Touching the design is a really physical and tangible experience. Conveying the physical experience through the internet. Although it is hard to accomplish, when it was done, customers will have a chance to feel and touch the design of the new car.
Honda launched the N-ONE, a mini car with unmatched design quality in its segment. Since the number of people actually visiting the store is declining, Honda needed another way of conveying the appeals and design details of its new car to new customers who have lower interest in cars.
Since it must be sent over the internet, unfolded patterns must be downloadable. The form of the car must be as accurate as possible. So we used the CAD data of the real car to generate the paper craft car. However we made the texture of the car very mat, so that people could notice that it was made thoroughly by paper.
It resulted in 360,000 PVs and 70,000 downloads. The access went up 800%. Honda became No.1 in mini-car segment.. Moreover, this was a prototype of what we call a "Tangible Marketing" where clients try to send physical experience to the remote audience. 3D printers will surely push this evolution quickly, but we can say that this paper craft is an early prototype of it.